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Title and Abstract
PORTRAYAL OF WOMEN IN NIGERIAN MASS MEDIA ADVERTISING
Working within the framework of socialization theories, this article employs
rhetorical analysis to examine the cultural values, symbols and messages conveyed in an
available sample of advertisements published in Nigerian print media from 1998 through
2000 in which women featured prominently in order to assess the influence of advertising
on the portrayal of African women. The examination included the detailed deconstruction
of two exemplars — a household and business advertisement.
Research found that Nigerian mass media advertisements including advertising
material used to promote the household product under analysis did resort to the use of
gender and sex stereotypes. Other advertisements including the business-oriented
advertisement was ambiguous in that it showed women in professional setting, however it
did also contain stereotypical hints. On the basis of these findings, the study suggests that
as the society of African nations changes the role of women within those nations is also
evolving.

Authors: Alozie, Emmanuel.

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Title and Abstract

PORTRAYAL OF WOMEN IN NIGERIAN MASS MEDIA ADVERTISING

Working within the framework of socialization theories, this article employs

rhetorical analysis to examine the cultural values, symbols and messages conveyed in an

available sample of advertisements published in Nigerian print media from 1998 through

2000 in which women featured prominently in order to assess the influence of advertising

on the portrayal of African women. The examination included the detailed deconstruction

of two exemplars — a household and business advertisement.

Research found that Nigerian mass media advertisements including advertising

material used to promote the household product under analysis did resort to the use of

gender and sex stereotypes. Other advertisements including the business-oriented

advertisement was ambiguous in that it showed women in professional setting, however it

did also contain stereotypical hints. On the basis of these findings, the study suggests that

as the society of African nations changes the role of women within those nations is also

evolving.

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